Tag: EternityX

Singapore – Martech agency EternityX has formed a partnership with DJM Consulting founded by Deric Wong under a shared vision of actionable strategies that integrate innovation and cultural intelligence. With this, Wong joins the agency as its chief business officer.

It has also named Jean Kniss Loh as chief marketing officer, and Max Lee as global partner for China media integration as part of new senior hires for EternityX. This move aims to drive its rapid global expansion across APAC, Europe, and the Middle East.

The collaboration reflects DJM Consulting’s philosophy, “Don’t Judge Me”, and EternityX’s focus on connecting East and West through advanced marketing solutions tailored to complex markets.

As chief business officer, Wong will oversee business strategy, partnerships, and performance, aligning corporate objectives with a sustainable growth approach. With decades of experience, including leading Dentsu China and Omnicom Media Group Hong Kong, he is recognised for his innovative strategies and operational excellence.

Meanwhile, Jean brings over 20 years of experience in strategic communications, crafting narratives for global companies in her roles with FTI Consulting, Burson-Marsteller, FleishmanHillard, Ogilvy and KPMG. As CMO, she will spearhead EternityX’s global branding and thought leadership efforts, ensuring the company’s continued relevance in an ever-evolving marketplace.

Lastly, Max brings over 15 years of extensive experience in global advertising and media agencies including Carat, Mindshare, MediaCom, and PHD. Max bridges global ambitions with China’s intricate media landscape, creating culturally relevant campaigns that resonate with local audiences. His expertise enhances EternityX’s ability to stand out in competitive markets, delivering tailored solutions that drive meaningful impact.

Speaking about the partnership, Wong said, “This partnership aligns with the evolving global landscape, where business empowerment begins with unlocking new growth potential. At DJM Consulting, innovation is at the heart of everything we do. From challenging conventional thinking to evolving business models, we help companies rewrite their future potential. With deep expertise in strategic marketing, advertising, and corporatisation, DJM Consulting empowers companies to expand into high-growth markets with EternityX, while strengthening their media presence and brand positioning.”

He added, “Success in global marketing today demands collective intelligence and the seamless collaboration of diverse expertise, to achieve a shared goal. Drawing from my experience of leading international creative, advertising, and media organizations, I’ve witnessed how agility, collaboration, and innovation – when paired with a deep understanding of markets – drive transformative outcomes. Our partnership represents an opportunity to push boundaries further, leveraging advanced technology to shape future-ready solutions. Collaborating with Charlene Ree, a trailblazer in AI-driven marketing, we are redefining how businesses, agencies, and industry peers unlock growth in an ever-evolving global marketplace.”

Meanwhile, Charlene Ree, CEO of EternityX, highlights the importance of this collaboration, commenting, “At EternityX, our vision has always been to empower brands to reach their full potential by connecting them with the world’s most dynamic audiences. Partnering with DJM Consulting is a pivotal step forward and enables us to scale our expertise and adapt to the unique needs of global markets. By combining DJM Consulting’s expertise with EternityX’s advanced technology, we’re empowering brands to thrive globally and setting a new benchmark in an interconnected and rapidly evolving world. Together, we are creating enduring value for clients and agency partners through innovation and cultural understanding.”

She added, “For businesses, this partnership paves the way for strategies that connect globally and locally. For agency partners, it offers the tools to enhance capabilities. And for industry peers, it sets a benchmark for navigating the rapidly evolving global marketplace. Together, EternityX and DJM Consulting are shaping the future of global marketing.”

Hong Kong – To effectively engage the influential Mainland Chinese expat demographic in Hong Kong and drive growth, brands must implement culturally attuned strategies, as outlined in a recent whitepaper by EternityX.

With exclusive research from EternityX’s ‘PilotX’ platform and a proprietary survey conducted with MobTech, the whitepaper acts as a strategic blueprint for brands aiming to capitalise on the high-value demographic of Hong Kong’s Mainland Chinese expat community. By gaining insights into the economic influence and cultural preferences of this demographic, brands can craft targeted campaigns that resonate profoundly and foster sustainable growth.

According to the report, Mainland Chinese expats, especially those aged 35–54, are an affluent and highly educated group holding influential positions in technology, marketing, and government sectors. In addition, more than 65% have a bachelor’s degree or higher, and 72% earn over HKD 40,000 per month.

The report also reveals that women in middle- and high-income brackets are leading substantial spending growth, with their investments in finance, real estate, and luxury goods far surpassing industry index averages.

This indicates that brands overlooking this key demographic risk missing out on a highly influential consumer segment.

Charlene Ree, CEO of EternityX, emphasised, “Mainland Chinese Expats are fundamentally reshaping Hong Kong’s business landscape. By strategically aligning with this group, brands can bridge business growth with deeper cultural integration, ensuring that their initiatives resonate and drive lasting market impact.”

Additionally, Mainland Chinese expats remain strongly connected to their cultural roots through platforms like WeChat, Douyin (known globally as TikTok), and Xiaohongshu. 

WeChat remains the leading platform, with over 80% of expats using it daily. Its multifunctional features—spanning social interaction, mobile payments, and e-commerce—make it the top channel for consumer engagement.

Meanwhile, Douyin and Xiaohongshu are increasingly being used for entertainment and purchase decisions, particularly by affluent expats seeking lifestyle inspiration. Brands have the opportunity to craft compelling content that engages expats in an organic, relatable way.

These channels are essential for brands aiming to build long-term loyalty and foster authentic engagement. The report highlights that incorporating culturally resonant content on these platforms can deepen connections and cultivate lasting trust.

EternityX’s whitepaper advises brands to analyse the media habits and advertising preferences of Mainland Chinese expats to craft more effective, culturally resonant campaigns.

The report finds that Key Opinion Leaders (KOLs) play a crucial role in influencing purchasing decisions, underscoring the need for brands to collaborate with KOLs to build credibility and trust. This is especially important for engaging younger Mainland Chinese expats who actively follow influencers on platforms like Douyin and Weibo.

Additionally, short-form video content, social media feeds, and in-app banners provide highly engaging touchpoints, offering brands direct access to expats’ daily lives. Utilising these channels enables brands to maintain constant visibility and drive higher conversion rates.

“The key to successful engagement lies in brands adopting a culturally attuned strategy. Whether through influencer collaborations or relevant content on trusted platforms, brands need to meet Mainland Chinese Expats where they are most active… while maintaining authenticity and respect for their cultural values,” Ree explained. 

To effectively engage the Mainland Chinese expat market, the whitepaper advises brands to reassess and adapt their strategies continually. They must regularly evaluate their marketing approaches to remain aligned with the evolving preferences of this demographic. By leveraging data-driven insights and the proven effectiveness of digital and influencer marketing, brands can cultivate loyalty and achieve sustainable long-term growth.

Moreover, to maximise ROI, brands should prioritise early adoption and tailored engagement across platforms like WeChat, Douyin, and Xiaohongshu to gain a first-mover advantage in a competitive market.

“This whitepaper is more than a strategy guide—it’s a call to action for brands to adapt, evolve, and harness the full potential of Mainland Chinese Expats. By understanding their unique behaviours and values, brands can create authentic connections that foster growth, loyalty, and long-term success,” Ree concluded. 

APAC – EternityX, a Chinese AI-empowered marketing technology platform, has announced a new office opening in Sydney, Australia, as part of its overall strategic expansion across the Asia Pacific (APAC) region.

EternityX is a Chinese AI marketing technology platform that uses multi-dimensional audience profiling to understand audience needs throughout the consumer journey, reaching them through premium sites and apps programmatically. The platform helps marketers build a business intelligence strategy targeted at increasing the brand-consumer value and maximizing campaign effectiveness.

Headquartered in Hong Kong, the new Sydney office adds to its current operations, which currently spans Beijing, Shanghai, and Guangzhou in China as well as New York and Singapore. The Sydney location will pursue business growth and strategies across APAC, focusing on connecting brands and consumers through cross-border, cross-culture e-commerce and service offering initiatives, such as advanced education, between China and Australia.

The company expansion is led by Richard Andrew, managing director of Southeast Asia and Australia, and will be locally managed by Luke Bussell, director for ANZ. In line with the expansion, EternityX has also appointed Tony Skvarc as the sales director for ANZ to work alongside Andrew and Bussell on Chinese consumers and data-driven campaigns.

Founder and CEO of EternityX Charlene Ree stated that the planning of EternityX expansion in Australia is an important strategic market and one of the key cornerstones in expanding across the APAC region, as 2020 has been a difficult year for businesses of different sizes navigating through the pandemic.

“Australia has a vibrant community of 1.2 million Chinese Australians. With this move, we strengthen our position as the cross-cultural and cross-border bridge connecting regional and global brands with not only the mainland China market, but with local Chinese communities abroad,” she said.

Meanwhile, Andrew commented, “The Chinese media landscape is complex and ever evolving and companies need help staying on top of the best ways to reach their targets.”

EternityX has already performed campaigns for brands such as Richemont Group, LVMH, Hilton, L’Oréal, as well as P&G, and HSBC.